Black Horse One has revolutionized the traditional, paper-based world of equestrian sports, particularly dressage, by introducing advanced digital solutions in partnership with SAP. Since 2016, the company has developed digital scoring systems and streamlined event management through SAP Business Technology Platform (SAP BTP), enabling real-time, end-to-end oversight of competitions. This transformation has significantly expanded Black Horse One’s reach—from 100 shows in 15 countries to 300 shows in 32 countries—and enhanced data integration across federations, judges, and audiences, improving accuracy, fan engagement, and the preservation of training knowledge.

Leveraging AI, Black Horse One is further innovating by analyzing performance and biomechanical data to provide personalized training insights and even AI-generated announcers. CEO Daniel Göhlen emphasizes that technology should support rather than replace human expertise, advocating for sustainable innovation that addresses real pain points and builds customer trust. Their journey exemplifies how even niche, tradition-bound industries can benefit from thoughtful digital transformation to enhance operational efficiency, athlete welfare, and the overall sporting experience.